Don't assume you know your customers and that you have all the answers. Disney took the time to survey their customers about whether they'd even want a Star Wars themed hotel. Seems like an obvious answer that we all clearly do want one but how arrogant do you have to be not to do your due diligence? If Disney does it, news flash so should you.

2. Give your audience the chance to dream, to imagine, to discover.

You don't have to be a die hard Star Wars fan with memorabilia lining your living room shelves to want to - even for a brief moment - be a Jedi wielding a light sabre battling the dark side. Or in fact be part of the dark side if that floats your boat. Disney is tapping into consumers' imaginations and giving us the option to make fiction a reality. Whether we do it or not, they've got us daring to wonder. Consumers want to be entertained, educated, inspired and rewarded. So find a way to create great content that can make that happen - granted, perhaps for most brands, on a smaller scale.

3. First isn't always best

Let's be honest. This isn't the first character themed hotel. And it's not the first immersive experience most of us will have thought about doing. And you know what? That doesn't matter. Yes, a world first sounds good - being in PR, I should know right? But getting it right, picking your moment and doing it the best will win out every time.

There's a reason Disney is one of the most successful, well loved and memorable brands of all time. So let's take a leaf out of their book and start listening to what customers want, inspiring them with great content and delivering it the best we can.

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Disney has confirmed that it will open a Star Wars-themed hotel at the upcoming Star Wars: Galaxy's Edge theme park in Florida.
It will resemble a spaceship from the Star Wars universe, and guests will be able to take part in an immersive and interactive Star Wars story experience: a two-day narrative event that will unfold over the course of a stay.